When Salesforce announced its Salesforce + streaming platform, Paul Greenberg and Brent Leary of CRM Playaz interviewed Colin Fleming, SVP of Global Brand Experiences at the CRM company (disclosure: I work at Salesforce). I later asked Brent about his show on this episode of The Gang.
Brent: With everything going with data privacy and cookies gone, businesses are going to have to find a way to get the first data – and that third-party data, but first-party data in a clean way.
Me: Can you describe the difference?
Well, a third party, you go to a website and that website has partners that you have nothing to do with, and all of a sudden you land on a website and the next thing you know you might be affected by an ad or email from a company you didn’t even expect, with which you have no relationship. But this company has a relationship with the owner of the website. So all of these things, all these interactions or untimely interruptions of your day because of the ads and notifications you get, you don’t get them because you had a direct relationship, but you landed on a site that potentially has some problems. thousands of relationships with other companies who want to take it out on you.
And that’s the way to do third party cookies. Well, it goes. And one of the things that [Fleming] pointed out that what Salesforce wants to do is create quality content so that it can establish a direct relationship and not have to depend on traditional third-party agreements behind the scenes. And I thought that was really great. I was really excited to hear that part, because I think it’s another way of forcing people to step away from that third party stuff and be more direct about their intentions and what they’re trying to do. to do.
I asked Keith Teare how quickly third-party data was going to disappear.
Keith: Well that’s already starting to go away due to Apple’s implementation on iOS blocking things out. Microsoft’s browser [market share] is quite small these days, but it also blocks things. So you go from those common basins, data lakes, to what you might think of more as walled garden data, which is first-person data. Businesses can no longer rely on targeting through the network unless they know the users themselves and can.
So that leads to this big question, which is: what’s the right balance between content marketing (which I really think Salesforce does) where you have a direct audience, and advertising, where you pay someone to deliver. an announcement ? Ad targeting is going to deteriorate, and content marketing, what you might think of as earned media, that is, you’re working to get attention, is going to expand. So it’s really a pretty big hit in the arm of what some are calling the designer economy and expanding it into the business. Every business is going to have to become a creator in this world.
Denis Pombriant added:
Denis: I read an interesting report this week. This was the seventh edition of the Salesforce Marketing Survey. The first half were very positive about using new technology to support work from anywhere and a variety of other things that free you from the office. But the second part contained very interesting data on the destination of the investments of the companies in the new marketing. In about a dozen categories, no category received more than 50 percent responses. Basically, saying, yes, we are investing enough or we are actively pursuing this. So the conclusion that I’m drawing is that whatever we seem to be doing to be more tech savvy on the web and reach out to clients, colleagues and cohorts or whatever, is lagging a bit behind and will take some time. delay until organizations invest in skills and people to support some of the new things like content development, audio content development, video content development, AI and many more things Again.
I think it’s right. It is not a question of whether or not there is a creators economy. The investments made by suppliers, although important and market-leading, depend on the expansion of the market beyond its roots. Blogs and podcasts started out as a sort of extension of mainstream media, but faded as readers and listeners shifted to social authority as a measure of credibility. Newsletters and live broadcasting suffer when the ad hoc media value proposition looks too similar to the mainstream media they hope to replace. Instead, we hit the mute button and end up escaping fictional stories where good triumphs over evil or vice versa.
The designer economy has produced a sort of vaudeville, where talent boils to feed a hungry niche. Where real success comes is when that consensus on what is right for the emotional center softens the extremes of partisan groups and the controversy that drives the current dominant model. Rachel Maddow’s negotiations and forest infrastructure agreements suggest a progression of moderate success. Maddow is headed for a weekly show with designer spinoffs yet to be defined, and Congress is developing a half a loaf plus a little legislative strategy to slice an unworkable agenda into loosely joined little hits. Neither too much to the left nor too much to the right, but enough to repel the assault on voters’ rights while protecting the community. Half a loaf is better than nothing.
the last Gillmor Gang Newsletter
The Gillmor Gang – Frank Radice, Michael Markman, Keith Teare, Denis Pombriant, Brent Leary and Steve Gillmor. Recorded live on Friday August 13, 2021.
Produced and directed by Tina Chase Gillmor @tinagillmor
@fradice, @mickeleh, @denispombriant, @kteare, @brentleary, @stevegillmor, @gillmorgang